Louis Vuitton Moves Away From Traditional Schedule With Shanghai and Tokyo Shows

As well as announcing new sustainability initiatives for SS21 “Message in a Bottle” collection.

Fashion
4,175 Hypes 1 Comments

After previewing its Spring 2021 Pre-Collection recently, Louis Vuitton has now revealed drastic changes to the way it shows menswear collections. Rather than the traditional model of showing during Paris Fashion Week, Louis Vuitton will now host seasonless shows at different locations across the world. The first location for a physical show is Shanghai on August 6, with Tokyo set to follow.

The itinerant shows will all be part of the label’s Spring/Summer 2021 “Message in a Bottle” collection, which will begin with an animated video shown during this season’s digital Paris Fashion Week. The film has been shot around the ancestral home of Louis Vuitton’s founder, and shows movers packing Louis Vuitton shipping containers onto a barge which then leaves Paris. A colorful crew of animated characters — named “Zoooom with Friends” — are hiding as stowaways as the ship departs.

The “Message in a Bottle” collection will then arrive in Shanghai. This collection also marks a new era for Louis Vuitton in terms of sustainability, with upcycling used in four different ways including recycled material, looks repeated from Fall/Winter 2020, looks created during lockdown with recycled materials and new looks created from existing ideas.

Announcing the new format to WWD, Virgil Abloh explained, “This next show is probably the biggest leap that I’ve made in terms of proposing a new system, how it lives and operates. It’s probably the most fully packaged from the clothes itself and the craftsmanship, to the things you’ll see with the films and how it activates.”

Despite this way of presenting the SS21 collection, this isn’t necessarily the end of Louis Vuitton shows as we know them. Also speaking to WWD, the house’s chairman and chief executive officer Michael Burke, added that “excitement has to come from that element of being live in front of a live audience, but it’s more modern to not have a hierarchy as to who gets to see it. The fundamental idea is that we’re getting rid of the straitjacket the industry has been operating under. You have to bring back fun because the last time we were together, it was sad and deadly.”

Take a look at two stills from the “Message in a Bottle” film in the gallery above, and keep an eye out for its full reveal on July 10. Louis Vuitton’s collection will then head to Shanghai and Tokyo for shows later this year.

Ahead of this season’s Paris Fashion Week, take a look at the full digital schedule.

Read Full Article

What to Read Next

The Second Drop From Pharrell's First Louis Vuitton Collection Is Here
Fashion

The Second Drop From Pharrell's First Louis Vuitton Collection Is Here

With Damier-covered suiting, logo-laden varsity jackets, brown Speedy bags and more.

Pack Your Lunch In Pharrell Williams' Louis Vuitton Sandwich Bag
Fashion

Pack Your Lunch In Pharrell Williams' Louis Vuitton Sandwich Bag

Taken from the designer’s debut SS24 collection.

Louis Vuitton's SS24 Campaign Takes Pharrell Williams' Panache to Paris
Fashion

Louis Vuitton's SS24 Campaign Takes Pharrell Williams' Panache to Paris

French landmarks backdrop the vibrant menswear staples.


Dries Van Noten’s Final Show Appears on PFW Men’s SS25 Provisional Calendar
Fashion

Dries Van Noten’s Final Show Appears on PFW Men’s SS25 Provisional Calendar

With other names like Louis Vuitton, Wales Bonner, Rick Owens and more. 

Ridley Scott Wants Your Homemade Footage for Upcoming Documentary
Entertainment

Ridley Scott Wants Your Homemade Footage for Upcoming Documentary

A sequel to 2010’s ‘Life in a Day.’

Spotify's New Tool Tailors Your Playlist to Your Workout
Tech & Gadgets

Spotify's New Tool Tailors Your Playlist to Your Workout

Matching the intensity of your workout through various questions.

Colorful Overdyed and Printed Canvas Reworks Maison Mihara Yasuhiro's OG Sole Sneaker
Footwear

Colorful Overdyed and Printed Canvas Reworks Maison Mihara Yasuhiro's OG Sole Sneaker

Complemented by a white-hued melting sole unit.

Dior's Luxe Oblique Sandals Land in Black
Footwear

Dior's Luxe Oblique Sandals Land in Black

Sleek summertime slides.

Tinder to Test Video Dates In Light of Social Distancing
Tech & Gadgets

Tinder to Test Video Dates In Light of Social Distancing

Starting in the U.S., South Korea, and Brazil.


'The Sims' is Being Turned Into a Reality TV Series
Gaming

'The Sims' is Being Turned Into a Reality TV Series

A show aimed at testing the creativity of ‘The Sims’ community.

PUMA Celebrates the Power of Sport With "Unity Collection"
Footwear

PUMA Celebrates the Power of Sport With "Unity Collection"

With detailing inspired by international flags.

Balenciaga's Track Sandal Now Comes in Matte Black
Footwear

Balenciaga's Track Sandal Now Comes in Matte Black

The open-toe Track silhouette returns.

Joshua Crumbly Drops Tranquil "Afria" Visual
Music

Joshua Crumbly Drops Tranquil "Afria" Visual

An ambient cut from his debut album ‘Rise.’

James Jean Brings 'Maze' Figure to Life
Art

James Jean Brings 'Maze' Figure to Life

Personifying the artist’s 2008 painting of the same name.

More ▾
 
We got you covered. Don’t miss out on the latest news by signing up for our newsletters.

By subscribing, you agree to our Terms of Use and Privacy Policy.